What is Digital?
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What is Digital?

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How do you define ‘digital’? A communication channel or method? A convenience enabler? 1s & 0s? The inverse of analog? Bits versus atoms? Something we can no longer live without? ...

How do you define ‘digital’? A communication channel or method? A convenience enabler? 1s & 0s? The inverse of analog? Bits versus atoms? Something we can no longer live without?

I am often asked ‘what is digital’? … ‘is it just our website, or broader than that?’ … ‘what exactly do you mean?’

Here's our definition of ‘digital’ at Cisco.

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  • Digital encompasses a variety of channels - web, mobile, social and video – each important, but different in their advantages or the experiences they enable – pretty powerful alone, but together they are: tremendously, exponentially, and extraordinarily powerful.
  • Web =Cisco.com is a key vehicle for sharing information globally, capturing leads, generating revenue, delivering service efficiently, and providing customer support. Our customers, prospects, partners, investors and others visit the Cisco website, usually with a specific task in mind, and they want to get their tasks done quickly and efficiently.
  • Mobile = has given us simplicity, immediacy, and engagement; anywhere, at any time. Mobile has an “always on” characteristic that enables real-time information-sharing, actions, and results. Cisco’s mobile web and mobile apps break down barriers and blur the boundaries between work and play. They bridge the gaps of geographic distance, time zones, people, and companies all with an emphasis on speed and simplicity.
  • Social Media= creates connections; it’s crowd-sourced and crowd-filtered information, clues to revenue opportunities and customers in need of support. It is a friction-less feedback channel that gives us the opportunity to gain customer-specific and general market insight. Cisco’s participation in social media and our online communities allow us to forge deeper relationships with customers, partners, and influencers while sharing information, expanding awareness, delivering service, and accelerating demand.
  • Video = drives a depth of understanding and insight far beyond that of text, tools, or apps. The richness of video is unmatched for immersive engagement that effectively communicates concepts with clarity and impact. Video teaches and illustrates, moves prospects along the customer journey, and provides for deeper connections and greater understanding.

Transcript

  • 1. What is 'digital'? November 2013
  • 2. „Digital‟ drives relevant experiences through WEB, MOBILE, SOCIAL MEDIA & VIDEO Together they increase prospect, customer and partner engagement, generate leads, increase awareness and understanding, accelerate sales, deliver service and support, tighten relationships, and improve business results – with efficiency, immediacy, and high impact.
  • 3. analysts employees customers thought-leaders prospects competitors job-seekerspartners investors influencers journalists © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  • 4. Always on journeys Pre-Sale Insight Evaluation Investigation Collaborating Seeking information Narrowing the field Sharing Training Innovating © 2013 Cisco and/or its affiliates. All rights reserved. Post-Sale During the Buying Process Comparing Connecting Celebrating Advocating Learning Feed-back Service Support Cisco Confidential 4
  • 5. • Cisco.com is our core      sharing information globally capturing leads generating revenue delivering service providing customer support • Offers information, tools and connections with global access • Users visit with a specific task in mind and want to get their task done quickly and efficiently © 2013 Cisco and/or its affiliates. All rights reserved. The number of cisco.com visitors is equivalent to holding 800 physical CiscoLive! events every month. Cisco Confidential 5
  • 6. Simplicity, immediacy, and engagement; anywhere, at any time One in four web users are mobile-only users. “Always on” enabling real-time information-sharing, actions, and results Breaks down barriers, blurs boundaries between work and play, geographic distance, people, and companies © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  • 7. Creates connections Crowd-sourced, crowd-filtered information Clues to revenue opportunities Friction-less feedback channel Opportunity for market insight Forge deeper relationships Delivers service, accelerates demand © 2013 Cisco and/or its affiliates. All rights reserved. 100 hours of video is uploaded to YouTube every minute. Cisco Confidential 7
  • 8. Video accounts for half of total U.S. internet traffic across multiple devices. • Drives a depth of understanding and insight far beyond that of text, tools, or apps • Richness of video unmatched for immersive engagement that effectively communicates concepts with clarity and impact • Moves prospects along the customer journey, teaches and illustrates, and provides for greater understanding © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  • 9. Thank you.